Research Project: Impact of Marketing Strategies on Burberry Sales

This research project investigates the impact of marketing strategies on the sales performance of Burberry, a luxury fashion house. The report begins with an introduction to the importance of marketing and its various strategies, including traditional and modern approaches. It then outlines the aim and objectives, which include understanding marketing concepts, analyzing different strategies, assessing their link to sales, and recommending improvements. The methodology involves qualitative investigation using primary and secondary data, with questionnaires administered to Burberry employees and a review of literature. The research plan includes a timeline for the project's completion. The findings reveal insights into the effectiveness of current marketing methods, including social media and internet marketing, and their impact on sales. The report concludes with recommendations for enhancing Burberry's marketing strategies to improve sales turnover and customer satisfaction. The data analysis includes thematic analysis of questionnaire responses, providing a comprehensive overview of the marketing strategies and their impact on Burberry's sales.

Research Project(An investigation on impact of marketing strategies on sales performance of
Burberry)
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1.1 Research project specification...............................................................................................3
AIM and objectives..........................................................................................................................3
1.2 Factor contributing selection of research project...................................................................4
1.3 Undertaking critical review....................................................................................................4
The concept and significance of marketing ................................................................................4
Different types of marketing strategies used...............................................................................5
Link between marketing strategies and performance of a business ............................................5
1.4 Producing research project specification...............................................................................6
1.5 Providing appropriate plan and procedure ............................................................................7
TASK 2............................................................................................................................................7
2.1.................................................................................................................................................7
2.2.................................................................................................................................................9
2.3.................................................................................................................................................9
TASK 3..........................................................................................................................................10
3.1...............................................................................................................................................10
3.2...............................................................................................................................................11
3.3 ..............................................................................................................................................17
2

INTRODUCTION
Title-An investigation on impact of marketing strategies on sales performance of Burberry
1.1 Research project specification
Marketing is the important field of organization which support different business
activities in order to undertake business performance effectively. However, business
performance is improved with the help of implementation of effective marketing strategies. This
aids to deliver good quality of services to large number of buyers (Reijonen, 2010). It is made
possible only with the help of rising awareness among consumers regarding availability of
different kind of products and services. However, corporation is facing issue related to low sales
turnover due to changing interest. It enables them to focus upon potential issues which are being
faced by company with adoption of appropriate strategy so as to determine long run success of
business in the marketplace. In this regard, appropriate marketing strategies are adopted by
business through which customers are attracted. At the same time, sales strategies are improved
whereby company can focus upon achieving long as well as short term objectives in the
marketplace (Shaw and Thomson, 2013). This reflects management to adopt appropriate kind of
strategy which becomes easy to stay competitive in the marketplace and retail potential buyers
for longer time span.
Present report is based on Burberry Group Inc which is an English luxury fashion house.
It deals in varied services and products such as fragrances, sunglasses and ready to wear outwear
and cosmetics are provided. However, the corporation face issue related to low sales turnover
due to internal as well as external issues. The external issue related to Bexit slowed down
currency of UK which has direct impact on overall rate of return of the business. It assists
corporation to deliver good quality of services to large number of buyers,. It would also be
effective to retain buyers and stay competitive in the marketplace.
The current research will be completed by collecting primary and secondary data from
the respondents in order to draw the valid outcome. However, literature review will be conducted
for collection of secondary information whereas primary data will be gathered by using
questionnaire method. Here, the entire focus is laid on marketing strategies of Burberry which is
applied for improving sales performance of the business. Furthermore, qualitative type of
3

investigation has been conducted so as to carry out out in-depth analysis of collected
information. This proves to be effective for drawing valid outcome.
AIM AND OBJECTIVES
The aim and objectives for current study are explained as follows which include detail
information related to impact of marketing strategies on sales performance of business. Here, at
first aim will be constructed and then accordingly all related objectives are formulated by
researcher-
Aim:
To analyze the impact of marketing strategies on sales performance of Burberry
Objectives
 To understand the concept of marketing
 To analyze different marketing strategies applied by businesses
 To assess link between marketing strategies and sales performance of Burberry
 To recommend different strategies for increasing sales turnover at Burberry
1.2 Factor contributing selection of research project
Marketing plays important role in promoting products and services of the business in the
marketplace. It helps businesses to achieve heights of success by targeting large number of
buyers. However, management of company face issue related to low sales turnover due to
changing preferences of buyers. For this purpose, marketing initiatives are taken by business to
improve overall performance so that buyers can be attracted and retained. Owing to this, current
study is being carried out for assessing impact of marketing activities on performance of
business. It would be effective for management of Burberry to shed light upon all internal
operation and direct impact of marketing activities on retentio0n of buyers and their attraction.
This aspect facilitates to deliver good quality of services to large number of buyers. It contribute
towards catering requirement of different kind of buyers and create competitive edge of the
business in the marketplace. Apart from this, marketing strategies potential effect on higher rate
of return on business will be analyzed.
1.3 Undertaking critical review
Literature review is the most important part of study which facilitate to develop
understanding of researcher regarding particular aspects. The current study is based impact of
4

marketing strategies on sales performance of business where number of objectives are framed.
Accordingly themes will be developed under literature review and previous studies are referred
for the same.
The concept and significance of marketing
As per the view of Andersson and Servais (2010) marketing can be defined as a process
in which different types of strategies, techniques and tools are used by companies with an
objective to create demand of services and products among people in the market. Furthermore,
marketing is also carried out by businesses in order to increase their volume of sales and
profitability. According to Balmer (2011) in the modern era, marketing has become one of the
most important and crucial aspect of companies. The rationale behind this is that it helps firm to
communicate the fact that why products of its products and services are more effective and better
as compared to other competitor. However, Coallier (2012) Has argued that marketing of
services and products is not an easy task and a company needs to be very effective regarding the
same. Marketing also includes activities such as conducting market research which helps
businesses to become aware about changing customer need, demand and then deliver services/
products according to the same.
Different types of marketing strategies used
In the modern era, marketing has become one of the key and most important aspects of
businesses. Furthermore, there are wide range of strategies, tools and techniques which are being
used by companies. For example some firms make use of traditional marketing tools which
includes carrying out advertisement on newspaper, television and radio etc. Apart from this,
different types of promotional message are also used in order to create awareness among people
in the market. However, Ismail, Serguieva and Singh (2011) has critically argued that nowadays
companies has started to lay more emphasis on modern marketing tools such as social media,
internet, email and mobile marketing. The rationale behind this is that the use of modern
marketing tools and strategies is very cost effective as compared to the traditional forms and
strategies of marketing. At present many businesses have developed their official pages on social
media sites from where they interact with customers, analyse their changing needs and make
them aware about the changes in products or prices.
5

Link between marketing strategies and performance of a business
It can be stated that performance of a company is directly linked with the kind of
marketing strategies which has been used. As per the view of Noh, Runyan and Mosier (2014)
aggressive and effective marketing strategies directly results in enhancing the volume of sales
and profits of a company. Organizations are able to earn adequate profits and sales with the help
of creating demand among people in the market through marketing strategies However,
Nwankwo and Gbadamosi (2011) has been critically argued that marketing requires huge amount
of human, financial and technological resources and if the strategy is not implement effectively
then it can results in huge loss. Marketing helps a company to in earn higher profits which can be
used in carrying out further growth and expansion. On the other side of this, strong marketing
can also results in providing competitive advantage over other market players in the industry.
This is very beneficial for long term growth, success and for carrying out smooth flow of all
operations and business activities.
1.4 Producing research project specification
The methodology section is very important for current investigation under which
researcher apply different kind of tools and procedure for collection as well as analysis of
information. The study under investigation will be based upon qualitative type of investigation. It
proves to be effective to conduct in-depth analysis of gathered information whereby valid
outcome can be drawn out of collected information (Bruce, 2009). Furthermore, descriptive
research design will be used for effective presentation of outcome derived from the investigation.
It would be effective for researcher to meet the expectations of all potential readers of the study.
Furthermore, both kind of primary and secondary data will be collected under which researcher
will use questionnaire method to interact with respondents (Silverman, 2016).
In addition to this, available information on online articles, journals and books will be
referred. It would be effective for developing deep understanding among researcher. At this
juncture, simple random sampling will be used to collect respondents from Burberry. Owing to
this, 50 employees working in Burberry will be targeted (Bhattacharyya, 2009). The reason
behind selecting 50 workforce is to represent entire population involved in the study. Moreover,
inductive approach will be used for gathering in-depth information related to different aspects. It
enables researcher to collect large amount of information and draw valid outcome accordingly.
6

Moreover, interpretivism research philosophy will be used whereby research uses own
assumption and beliefs for getting information related to research topic. Apart from this,
qualitative methods are used for analysis of collected data (Mackey and Gass, 2015).
Under this, simple thematic analysis will be used in the light of questionnaire so that
accordingly collected data can be analyzed in a most effective manner. Therefore, all suitable
methods will be used under the current investigation whereby researcher can effectively
accomplish set aim and objectives on a right time (Johnson and Christensen, 2008). It will also
be effective to propose suitable kind of suggestions for improving current position of Burberry in
term of higher sales turnover and increased satisfaction level of buyers in the marketplace.
1.5 Providing appropriate plan and procedure
The appropriate research plan for current study will be prepared as follows. Under this
researcher will focus following time frame effective through which valid outcome can be
extracted. According to the below mentioned table, topic will be selected in a week whereas two
weeks will be needed to complete research proposal. In this manner, total 15 weeks will be
required for completion of entire study and accordingly all activities will be completed on time.
Activity/Weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Focusing upon factor
contribution on selection of
research topic
Setting aims and objectives
Writing research proposal
Preparing proposed
methodology
Collection of secondary
data
Primary data collection
Data analysis
Presenting the findings
Recommendations
7

TASK 2
2.1
The resources matched to research questions can be in term of physical, financial and
human. The current study is being conducted with application of suitable technique like
computer, stationary and other related techniques. However expert researcher is already
associated in the researcher for bringing valid outcome. Apart from this, varied sources such as
books, journals are also required for collecting information where financial resources will
needed. It would be effective to match the resources effectively.
Questionnaire
Name____________________
Gender
 Female
 Male
1. Do you think that marketing activities are essential for increasing sales turnover of Burberry?
 Yes
 No
2. Are you satisfied with current marketing strategies of Burberry to attract buyers?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
3. Do you agree that social media marketing is the most effective method for retaining buyers?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4. To what extent do you agree that internet marketing is a key to achieve sales targets?
 Strongly agree
8

 Agree
 Neutral
 Disagree
 Strongly disagree
5. Do you think that marketing is time consuming procedure for business and affect its operation
to a great extent?
 Yes
 No
6. Do you think that marketing increases indirect cost of production for company?
 Yes
 No
7. What kind of benefits are derived through different marketing strategies?
 Higher rate of return
 Customer retention
 Competitive edge of business
 Higher sales turnover
 All of the above
2.2
The current research has been conducted in accordance with agree specification and
procedure. Here, primary research has been conducted so as the gather information from varied
respondents. For example, simple random sampling has been applied through which all
respondents are targeted for providing detail information (Howell, 2013). This proves to be
effective for researcher the collect appropriate information.
2.3
Theme 1: Do you think that marketing activities are essential for increasing sales turnover of
Burberry?
Yes 80% 40
No 20% 10
Total 100% 50
Theme 2: Are you satisfied with current marketing strategies of Burberry to attract buyers?
9

Highly satisfied 50% 25
Satisfied 30% 15
Neutral 4% 2
Dissatisfied 8% 4
Highly dissatisfied 8% 4
Total 100% 50
Theme 3: Do you agree that social media marketing is the most effective method for retaining
buyers?
Strongly agree 50% 25
Agree 30% 15
Neutral 4% 2
Disagree 8% 4
Strongly disagree 8% 4
Total 100% 50
Theme 4: To what extent do you agree that internet marketing is a key to achieve sales targets?
Strongly agree 50% 25
Agree 30% 15
Neutral 4% 2
Disagree 8% 4
Strongly disagree 8% 4
Total 100% 50
Theme 5: Do you think that marketing is time consuming procedure for business and affect its
operation to a great extent?
Yes 82% 41
No 18% 9
Total 100% 50
Theme 6: Do you think that marketing increases indirect cost of production for company?
Yes 84% 42
No 16% 8
Total 100% 50
Theme 7: What kind of benefits are derived through different marketing strategies?
Higher rate of return 18% 9
10

Customer retention 10% 5
Competitive edge of
business 16% 8
Higher sales turnover 44% 22
All of the above 12% 6
Total 100% 50
TASK 3
3.1
Data analysis is considered as the most important part of research project wherein
research focuses upon collecting valid data from varied sources. For this purpose, qualitative
techniques has been used for presenting the collecting information in a tabular or graphical form.
However, each theme will be supported by detail explanation which prove to be effective for
reaching at the aim of the investigation (Dunlap and et.al., 2016).
3.2
Thematic analysis of gathered data has been done in a following manner. Here, themes
are prepared as per the research questions and then accordingly detail analysis has been done-
Theme 1: Marketing activities are essential for increasing sales turnover of Burberry
According to the collected information, it has been found that 80% respondents stated
that marketing activities are essential for increasing sales turnover of Burberry. It would be
effective for corporation to deliver good quality of services to large number of buyers. On the
11
80%
20%
Yes
No

other hand, 20% participants do not agree upon the same and they stated that there are many
things which affect business decision to a great extent. For this purpose, management must apply
effective strategies in order to increase sales turnover of Burberry. However, respondents
demand for implementation of appropriate strategies in order to meet organizational objectives in
an effectual manner.
Theme 2: Satisfied with current marketing strategies of Burberry to attract buyers
According to the gathered information, it has been found that 50% respondents are highly
satisfied with role of current marketing strategies in attracting more buyers. At the same time,
30% respondents are also satisfied with the same. However, they seek for organizational growth
and development with implementation of more suitable marketing practices for the corporation.
However, 4% respondents are neither satisfied and nor satisfied whereas 8% employees of
Burberry are not satisfied. In addition to this, 8% workforce are highly dissatisfied with role of
marketing strategies in attracting potential buyers.
Theme 3: Agree that social media marketing is the most effective method for retaining
buyers
12
50%
30%
4%
8%
8%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied